Comment optimiser la communication d'une entreprise avec un seul site local qui souhaite augmenter sa visibilité locale, nationale et internationale ? Le cas de Pairi Daiza

Details

Supervisors

François, Thomas

Faculty

Faculté de philosophie, arts et lettres

Degree label

Master [120] en communication multilingue, à finalité spécialisée: langues des affaires

Abstract

enThis Master’s thesis gives an overview of an analytical synthesis of the literature about experiential marketing and about strategies that result from by taking the practical case of Pairi Daiza, a company that was first developed locally then nationally and now internationally by becoming the leader of the European market of animal parks. Firstly, we display a theoretical framework about the evolution of the marketing thinking and about the methods of commercial distribution since the industrial era to nowadays. After having noticed that the marketing thinking has constantly improved and reoriented, we approach the creation of the concept of experiential marketing which is the main topic of this thesis. It is crucial to understand all the relevant aspects of experiential marketing to give experiential strategies later on. Next, we build a methodology which follows a triangulation process. In order to formulate a relevant response to our research question, we use two methodological tools: a typological building of experiential strategies and a satisfaction survey through questionnaires to Pairi Daiza’s visitors. This survey aims for determining the existence of a link between experiential strategies within the park and the satisfaction rate of visitors regarding these strategies. Finally, we show the results of our satisfaction survey. Two observation stages of delivery are realized through a “tri à plat” and a “tri croisé”. The results of the first observation stage reveal that most of experiential strategies implemented by Pairi Daiza create a satisfaction rate far higher than 50%. During the second observation stage, the crossing of our data allows to enhance more our results. Since that, the link between the presence of experiential strategies partially or totally developed by the park and the satisfaction rate confirm five out to seven strategies (Experience, Ethics, Resort, Multi-canal and Connected mobility) and allow thus to strengthen the visibility of the park. Therefore, the answer to our research question how is it possible to improve the communication of a company with a single local site which wishes to increase its visibility locally, nationally and internationally? is by integrating the experiential marketing within its marketing and communication strategies in order to create experiential strategies which will improve the communication of the site and contribute to increase its visibility globally.